Tweet with the hashtag #sofybefresh to let them know you’re not buying it!

Our Gallery of Offenders is for educational purposes, and to give our web site visitors the chance to contact media-makers directly to tell them what they think. The items are mostly chosen from the U.S. mainstream media available in the last year, using an independent process. We are never making fun of models/actors themselves, but the environment they exist within. Please submit your picks on our Contact page.

archive: SOFY BeFresh: Thanks, but we’ll get our pads elsewhere

Questions to Consider:

What do you think of the SOFY BeFresh ad?

What is this ad saying about women on their periods?

What is this ad telling us about women’s bodies?

What We Think:

Those of us who get periods aren’t generally as excited about them as the countless white-clad, smiling actresses in tampon commercials make us out to be. This BeFresh pad advertisement from SOFY, however, goes way too far in the other direction. It features a young, thin woman who realizes she’s about to get her period because he’s suddenly face-to-face with her “ugh” alter-ego. According to SOFY, there are two simple characteristics that qualify a person as “ugh”: she has to be angry (because “period” = “rage monster”) and she has to be several sizes larger than her “normal” self (wait…what??). That’s right; the “ugh” girl is the big girl, and the “nice” girl is the thin one. SOFY also manages to play on almost every single negative stereotype attached to periods, be it bouts of irrationality (00:29), emotional instability (00:39), or literally being a serial killer (00:49). It seems people are divided on whether or not this is an appropriate depiction of what it’s like to have a period — it’s admittedly a break from the always-smiling, tennis-playing, dress-twirling women we usually see in these types of ads. However, there is something undeniably horrible about SOFY’s decision to cast a larger actress to portray the “undesirable” side of their skinny star. — Caitlin Wire

Lorraine Manifold on 05-12-2014

Sasha Nochimow on 05-14-2014

I think this only serves to play into the harmful ideas about body size and teaches individuals that their bodies AS IS are not enough. This is an incredibly disgusting & quite frankly, sad, app that undoubtedly perpetrates hegemonic ideas of (mostly female) beauty.

Dryer on 05-21-2014

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Deborah Silverblatt on 05-30-2014

SHAME ON YOU for perpetuating the thin ideal which is killing women who engage in disordered eating.

That would mean most women if you took a minute to think about it.

Ninety percent of women in our country are dissatisfied with their body image. Your app literally puts this denigration into their pockets.

Most women are currently dieting or have dieted themselves out of their normal body metabolism making any diet tried unsuccessful. Diets don’t work. Statistics reveal that even after a “successful diet”, the weight lost will be regained within a year.

So my first question is WHY (being women yourselves) would you sell an app that promotes poor self image and reaffirms that what you look like is not good enough?

Let me guess, your next app will be for looking younger?

I am sickened by companies (like yours) that push the social construction of women’s body image for profit or any other reason! Don’t promote a self-hating psychology for money it’s perverted, disgusting and deadly!!!
I will tell all of my friends to boycott your “Skinny App”, and I will tell any woman I happen to speak with on the phone about the façade you are perpetuating. She will tell three of her friends, and they will tell three of their friends, and so on ……
Find a way to make money that supports women of all sizes , shapes and appearances.

Patrice FitzGerald on 08-14-2014

AMEN to that!! Deborah, I have a daughter just diagnosed with anorexia and believe me social media like this has been deadly. this skinneepix and and other sites like tumblir that talk about thigh gap and making yourself skinny is disgusting and perpetuating a serious problem. WE all need to get on board to end this. thanks for your comments. Patrice

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Antonio on 09-09-2015

Amy Sluss on 09-30-2015

I agree with your assessment of the ad. It is belittling and does nothing to encourage use of their product - why would I want to identify with that characterization? I wouldn't. They can keep their product!!! And it breaks my heart to think that an ad like that may be viewed by young girls. They need empowering ads instead of this one that will encourage them to further hate being a girl - as if there weren't enough negative messages out there. Ugh.....

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Malina on 12-01-2015

I can see how this advertisement could've used humor to address PMS stereotypes. On the other hand, I can not (and will not) support a company that blatantly casts a negative light on beautiful women who do not meet the size requirements of their company's ideal of beauty. If they were trying to show that the woman felt bloated, they failed immensely by instead making their company appear insensitive and discriminatory.

Roscoe on 02-27-2016

Leslie C. Rodriguez on 03-28-2016

As a mother of three daughters I am outraged and disgusted by this the SOFY be fresh add.It sends a very negative message to young girls especially. We are not celebrating a girls transition into womenhood with adds like this. In fact this company is attacking and very negatively depicting womanhood.The power of women is feared by men who abuse them.Abusive men prefer to reduce a powerful woman down to the state of a little girl. This add was most likely created by an abuser.